Carl’s Jr. and Hardee’s Launch Their First Box Meal, Ups the Quality, Value and Size of the Box Game

$5 All Star Meals put the competition on notice with aggressive advertising campaign

FRANKLIN, Tenn. - September 25, 2017 - (BUSINESS WIRE) - Hand-breaded chicken tenders, charbroiled double cheeseburgers, chicken filet sandwiches, hotdogs, natural cut fries, onion rings - even fresh-baked cookies. The menu items in Carl’s Jr. and Hardee’s new $5 All Star Meals are bringing quality and quantity to the value box game.

They are putting their competition on notice with four hefty, real meal options that don’t sacrifice quality for value. The companies are launching the All Star Meals with a national advertising campaign featuring these incredible new boxes alongside other brands’ value offerings, highlighting the shortcomings of the competition. With this new campaign, Carl’s Jr. and Hardee’s are taking their competitors head-on, putting quality food at an affordable price at the center of an impossible-to-ignore marketing onslaught.

“Value is about more than saving a couple bucks. It’s about a healthy amount of respect for taste, time, and people - those who come into our store and those who serve up our quality food every day,” said Jeff Jenkins, chief marketing officer, Carl’s Jr. and Hardee’s. “Our value box meals are a game changer, changing the way people think about our menu, and changing the way we talk about value and quality with an impossible-to-ignore campaign.”

The $5 All Star Meal is supported by a 360-degree marketing plan, including a series of national TV commercials going directly after the value competition and featuring a relatable, no-nonsense all-American voice. Social and experiential executions will continue the theme of crusading for good food and value. The campaign rolls out nationwide on Sept. 25.

While typical value meals mean having to sacrifice quality or variety, the $5 All Star Meals at Carl’s Jr. and Hardee’s offer the most popular menu items in four different hearty meal options. “The competition can’t come close to the variety and value of what we’re offering,” said Jenkins.

  • All Star Value Meal #1: Charbroiled double cheeseburger, chicken filet sandwich, natural cut fries, fresh-baked cookie and a 20 oz. drink
  • All Star Value Meal #2: Charbroiled double cheeseburger, grilled hot dog, natural cut fries, fresh-baked cookie and a 20 oz. drink
  • All Star Value Meal #3: Three hand-breaded chicken tenders (using whole tenderloins), natural cut fries, fresh-baked cookie and a 20 oz. drink
  • All Star Value Meal #4: Charbroiled double cheeseburger, onion rings, natural cut fries, fresh-baked cookie and a 20 oz. drink

We know our customers will love them, because they helped make them. The brands consumer-tested the menu items for quality and value, menu combinations, and even tested dessert choices and product names. All Star reflects not only the brand’s heritage, but the quality of the products in the meal.

The $5 All Star Meals are available on menus nationwide at both Carl’s Jr. and Hardee’s restaurants alongside other signature handmade American classics, like made-from-scratch biscuits and hand-scooped ice cream milk shakes.

Follow Carl’s Jr. and Hardee’s on Facebook (www.facebook.com/carlsjr and www.facebook.com/hardees), Twitter (@CarlsJr and @Hardees) and Instagram (@CarlsJr and @Hardees) for the latest product news and promotional offers. Prices may vary. Higher in Alaska and Hawaii.

About CKE Restaurants Holdings, Inc.

CKE Restaurants Holdings, Inc. (“CKE”) is a privately held company headquartered in Franklin, Tenn. CKE is not a franchisor and conducts substantially all of its restaurant activities and operations through its subsidiaries. Carl’s Jr. Restaurants LLC and Hardee’s Restaurants LLC own, operate and franchise the Carl’s Jr., Hardee’s, Green Burrito® and Red Burrito® concepts. Carl’s Jr. and Hardee’s operate as one brand under two names, acknowledging the rich regional heritage of both banners. After recent international openings in Chile, Cambodia and Kenya, Carl’s Jr. Restaurants LLC and Hardee’s Restaurants LLC now have over 3,800 franchised or company-operated restaurants in 44 states and 43 foreign countries and U.S. territories. Known for its one-of-a-kind premium menu items such as 100 percent Black Angus Thickburgers®, Made from Scratch™ Biscuits and Hand-Breaded Chicken Tenders™, as well as an award-winning marketing approach, the Carl’s Jr./Hardee’s brand continues to deliver substantial and consistent growth in the U.S. and overseas. The Carl’s Jr./Hardee’s system is now 94 percent franchised, with international restaurants representing 21 percent of the system. For more information about CKE, please visit www.ckr.com or its brand sites at www.carlsjr.com and www.hardees.com.

Contacts:

Brad Simon
For CKE Restaurants Holdings, Inc.
305-358-5291
brad.simon@edelman.com

Reid Schwart
512-634-3667
reid.schwartz@edelman.com

SOURCE CKE Restaurants Holdings, Inc.

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